Douglas Richter, lead consultant for Supermen.com, has an impressive resume in the adult biz — from serving as a male webcam host for iFriends 20 years ago to pushing the cutting-edge of the live interaction market over the past 10 years with the likes of XCams.com, AWEmpire, LiveJasmin and CameraBoys.
Driven by a desire to innovate via technology and lucrative business initiatives, Richter draws upon his international perspective to educate cam models, boost affiliate profits and set new standards for male webcam models.
Social media is a complex beast. We have taken a few approaches that we find effective. The key is to keep the message out there, stay organic and remember that social media is about expressing the values of a person, brand or event.
Now, he works hand in hand with elite cam network ImLive/PussyCash, specializing in development and leadership advice for their gay unit. On a mission, he strives to create an unrivaled community with Supermen.com, helping aspiring male talent to make their dreams come true.
To draw upon his unique experience, XBIZ sought out the cunning consultant, for this exclusive interview.
XBIZ: Tell us about your professional background. What led you to join Supermen.com?
Richter: I have a long history in the webcam industry. I have always sought to work with the best. These guys are the best.
XBIZ: What is your role at Supermen.com and how have your duties/goals changed over time? What’s your typical day look like?
Richter: I am a consultant and advise them on what to do, to grow the program. My days are never typical. I spend a lot of time speaking with partners and doing business development — from studios to affiliates — simply because I have a broad understanding of the webcam business.
XBIZ: How do you empower cam models to help them achieve long-term success?
Richter: I do trainings via interactive online chat to give personal coaching and even do group in-studio trainings to help models improve.
XBIZ: Talk about your approach to social media. Which platforms are most effective for you? What strategies have proven strongest in fostering high levels of engagement?
Richter: Social media is a complex beast. We have taken a few approaches that we find effective. The key is to keep the message out there, stay organic and remember that social media is about expressing the values of a person, brand or event. If you get too pushy, you become static and nobody cares about background noise.
XBIZ: How do your recruitment efforts differ for cam models vs. celebrity performers vs. studio operators vs. affiliates?
Richter: They are all completely different B2C verticals you are engaging in business with. Nothing beats the personalized approach, because you have to start by listening — most networks fail when it comes to this. ImLive is excellent for me because we really do try to listen to the issues the partners are facing and solve them together.
XBIZ: Supermen.com offers users a variety of cam model search categories, ranging from “leather” to “twink” to “monster cock.” Which category tends to be most popular among users? And, do performers seem to gravitate towards certain niches more than others?
Richter: Popular is such an interesting word. Popular doesn’t always mean most profitable. I am concerned with making money for everyone involved with our ecosystem.
XBIZ: You were nominated Brand Ambassador of the Year for the 2018 XBIZ Exec Awards. What were your strongest marketing campaigns and initiatives this year?
Richter: I think our sponsorships of key shows — trade and consumer — plus our involvement in social media has done a lot for our brand. I also have a Superman tattoo, so in a way, this position was kismet for me.